The first step in segmenting international markets is to
A. develop a marketing mix
B. segment by country or region looking at cultural, demographic, and other characteristics
C. list the suppliers who serve the market
D. consider the list of the suppliers who serve the market
E. consider the list of business and organizational buyers
Answer: (B) In international segmentation, the first step usually involves a broad, macro-level decision based on the target countries' demographic, cultural, and political environments. If the macro-environment looks favorable, then the firm proceeds with a more detailed, micro-analysis of the market characteristics. As such, (B) is the correct answer.